Skip to main content

29 Mar 2018

Sponsorship award success for Hilton and Lancashire Cricket Club

Hilton and Lancashire Cricket Club are delighted to have been named ‘Sport Sponsorship of the Year’, at the 2018 UK Sponsorship Awards.

The accolade celebrates the ‘Best Beds in the House’ activation, which enabled guests to watch Lancashire Cricket pitch-side, from the comfort of a Hilton Garden Inn bed – with a complimentary private bar and room service included!

The partnership was shortlisted with the likes of Cadburys, the Premier League, Mastercard, Stella Artois and NatWest, before ultimately being crowned winners.

Launched at the Lancashire vs Yorkshire T20 Blast fixture, the ‘Best Beds in the House’ concept was to drive awareness of the new hotel at Emirates Old Trafford in 2017, as well as showcase Hilton Garden Inn’s bright hearted hospitality, as they sought to further launch their brand into the UK market.

The activation area consisted of a terrace space with four Hilton standard king size beds on show for all to see within the ground, as well as those watching live on national television, throughout key fixtures during the season.

Fans who entered the ground were able to take part in social media competition with Hilton, for the chance to win access to the exclusive area.

Both partners were determined to engage with fans in the stadium, plus enhancing their experience on a cricket match day, as well as those watching the live broadcast matches on Sky TV – creating a total television reach of over 4.5million.

The beds also achieved national press coverage, including The Guardian and The Telegraph, reaching a combined readership of over 550,000.

Commenting on the award, Sales and Marketing Director Justin Hopwood said: “It’s fantastic to have been recognised at the awards for our work with Hilton.

“We began our partnership in 2016 and, to have come such a long way in a short space of time, is a credit to the great working relationship which both parties share. This commitment has been further enhanced by the extension of the partnership into 2019.

“We’d like to thank everyone at Hilton and within the Club who was involved with the ‘Best Beds in the House’ activation and look forward to continuing this great relationship over the next few years.”

The UK Sponsorship Awards reward effectiveness and excellence across all sectors of the sponsorship industry and across all budget bands – campaigns are held under the spotlight, objectives are examined and tested, creativity and innovation both within ideas and execution are judged and results are scrutinised. And all by experts in their specialist fields.

For more information about The UK Sponsorship Awards, visit:

For more information about the Hilton Garden Inn Emirates Old Trafford, visit: